579 Marketing Trends found for Corporate / Products


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Publicis Groupe Restructures its Offering for 2016 Onward

Trend Summary: In a move that may be emulated by other ad agency titans, Publicis Groupe plans an imminent massive restructuring.


Paris headquartered Publicis Groupe, the world's third largest ad agency conglomerate, has announced a major resructuring of its worldwide operations effective 2 January 2016. According to the group's chairman/ceo Maurice Lévy, the move will divide the group's current advertising and marketing properties into four hubs focused on ... 

[Estimated timeframe:Q4 2015 - Q4 2016]

... creative, media, digital/technology and healthcare.

According to M Lévy, the restructuring comes as Publicis Groupe focuses on a new ambition:"To be the admired force for business transformation driven through the alchemy of creativity and technology".

It's unclear whether M Lévy's orotund prose is directed at the group's clients (who include CocaCola, AXA, AstraZeneca and Bank of America) or at other major advertisers who have yet to be coaxed into the Publicis fold.

This is how the Publicis brands will be grouped in future:

1. Publicis Communications: Arthur Sadoun will head up Publicis Communications as its new CEO. This hub will include Publicis Worldwide, MSL, Nurun, Saatchi & Saatchi, Leo Burnett, BBH and Marcel.

2. Publicis Media: The media arm of Publicis will be led by Steve King whose remit includes Starcom Mediavest, ZenithOptimedia, Vivaki, Performics, MRY and Moxie.

3. Publicis.Sapient: The digital hub, will be led by Alan Herrick and includes Sapient Consulting, SapientNitro, DigitasLBi and Razorfish.

4. Publicis Healthcare: Nick Colucci will head up the healthcare hub, Publicis' newly integrated health and pharma offering.

Read the original unabridged AdWeek.com article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: AdWeek.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6785

3D Printing - Tomorrow's Industrial Revolution?

Trend Summary: According to multinational market analysts Canalys, 3D printing is a growing market worth an estimated $5.2bn (£3.4bn) this year.


A 3D printer isn't really a printer as such. It's essentially a type of industrial robot that produces three dimensional solid objects from a digital file. It's a growing market worth an estimated $5.2bn (£3.4bn) this year, Canalys predicts. Investors and entrepreneurs are beginning to believe that the world is ...

[Estimated timeframe:Q4 2015 onward]

... on the cusp of a new industrial revolution.

Given that many predict 3D printers will eventually become as common in our homes as are mobiles and tablets today, you might expect the boss of one of Europe's youngest players in the market, to agree.

Not so howowever. According to Rafal Tomasiak, chief executive of Polish 3D printer company Zortrax, which is less than two years' old: "Whenever I talk to other manufacturers who say there should be one in every home I ask them, 'have you got a normal printer at home?'

"Most say, no. For the time being, 3D printers are not ready to be used at home. The printing process is not as easy as the promotional films present, you need to be a specialist"

"I think that most small and medium-sized companies that have not started using 3D printing will definitely start to do so.

"The future is the medical sector, which is using it more and more, and I think that is where 3D printers will be most useful - saving lives and treating patients".

Read the orginal unabridged BBC.co.uk article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: BBC.co.uk
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6781

PepsiCo Hands Marketing Reins to InHouse Team

Trend Summary: A major multinational marketer has set a precedent that could revolutionise the global advertising industry.


In a bid to remain competitive in a crowded environment where cost cutting and value building are paramount, PepsiCo has axed its marketing procurement department, transferring full number crunching responsibilities for agency fees and other advertising costs to ...

[Estimated timeframe:Q4 2015 onward]

... it's in-house brand teams.

The move was first reported by ad-trade bible Advertising Age, which quoted a PepsiCo executive as saying it has a “procurement playbook” its marketers can dip into should they feel overwhelmed by the additional responsibilities.

While PepsiCo's move will undoubtedly result in redundancies, having procurement reallocated to its brand teams chimes with the soft drinks titan's wider efforts to create a leaner organisation.

Says a Pepsi spokesperson: "We continue to evolve our operating model to be more efficient and effective. These changes are made with careful consideration and are necessary for us to stay competitive while meeting the future needs of our business".

"Unfortunately, as a result of these changes, some positions have been impacted. These are never easy decisions but we are committed to supporting affected employees by offering severance packages and comprehensive career transition support.”

Read the original unabridged TheDrum.com article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: TheDrum.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6751

Digital and Mobile Media Continue Rapid Global Growth

Trend Summary: The Headline Global Marketing Index [GMI] for October registered a value of 55.2, up from its value in September. 


The latest GMI Report from World Economics, released today, indicates that global marketing activity is expanding at a steadily pace, although the rate of growth is down from the 2014 YTD average of 60.5. According to World Economics ceo Ed Jones: “The Headline Global Marketing Index for October indicates that marketing activity is still rising across the world in all regions, albeit at a ...

[Estimated timeframe:Q4 2015 onward]

... slower rate than in 2014.

Mr Jones also notes that it is "still clear that digital and mobile media are expanding rapidly in all regions at the expense of traditional media. Europe is standing out with continuing increases in adspend while the Americas are cutting overheads". 

Globally, digital media recorded an Index value of 74.9 in October, up by 0.9 on its value the month prior. All regions saw extremely rapid spending growth via the medium. However, while the rate of growth accelerated in the Asia-Pacific region, up to 79.2, Europe and the Americas experienced falls in the value of the Index.

However, the Index values in these regions at 73.3 and 70.9 respectively still indicate rapid expansion.

Read the original unabridged World Economics article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: WorldEconomics.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6739

'Connected Cars' Set to Overtake All Other IoT Initiatives

Trend Summary: The web-connected car will present marketers with many new opportunities, notably in-car advertising which is currently limited to radio and small-scale infotainment.


According to Loren Hilberg, president and general manager of Thinknear, a US-domiciled provider of location-based mobile marketing solutions, in-car advertising, which is curremtly limited to radio and small-scale infotainment activities, will ascend to a medium on a par with TV and mobile in terms of ... 

[Estimated timeframe:Q3 2015 onward]

... time spent by consumers.

Mr Hilberg believes that connected cars will create an entirely new set of consumer data that will act as an enabling technology for marketers.

Marketers have long craved data on real-world consumer behaviour and the holy grail of the connected car will offer new insights on where consumers shop, travel and spend their time.

As marketers better understand the connected car evolutionary path, they can make more informed decisions about how they leverage each discrete opportunity along the way. 

Radio owns the car today, but with its one-way broadcast structure it will be supplanted over time, Hilbergpredicts.

The first steps are being taken by radio station Pandora, as it begins developing a programmatic targeting network for in-car ads. Over time, as more and varied applications migrate to the car dashboard, this exchange will grow more robust, with additional ad impressions becoming available and migrating into an "auto exchange" for buyers to act against, based upon all of the typical targeting data, in addition to location data and other information.

Read the original unabridged AdAge.com article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: AdAge.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6713

Google Brings the Internet of Things Into the Home

Trend Summary: A new Google protocol stakes the internet giant's claim to the long awaited and much hyped Internet of Things.


In what is arguably the Mountain View giant's next step towards mastery of the cyber universe, Google has unveiled a protocol designed to connect every-day devices to the internet. Google's wireless OnHub, which visually resembles Amazon's Echo, communicates with an app on compatible devices and continually improves its own performance. Other than visual similarities, however ...

[Estimated timeframe:Q3 2015 onward]

... the two devices have little in common.

The OnHub design (see the dark blue vase shaped object on the right of the picture) replaces the usual flashing gizmos with internal antennas and signals designed to encourage consumers to keep the device on display where it performs best, rather than hiden away behind the furniture.

An app, compatible with both iOS and Android systems, tells the owner how many devices are connected to OnHub and the speeds they get. During the setup process, the router searches the airwaves and selects the best channel for the fastest connection. An antenna design and smart software work in the background, automatically adjusting OnHub to avoid interference and keep the network running at peak performance.

Accoding to Trond Wuellner, group product manager at Google, users can prioritise the device, so that the most important activity - for example streaming a favourite show - gets the fastest speed.

OnHub will become one of many hardware devices that consumers will see from Google, either by partnerships with other companies or by acquisitions as it extends its network of Internet of Things devices.

Read the original unabridged MediaPost.com article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: MediaPost.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6697

Windows 10 Heralds New Multi-Media Dawn for Marketers

Trend Summary: The recent launch of Microsoft Windows 10 will, it is predicted, have a profound effect on marketing.


Despite widespread sceptisism within the marketing fraternity, Microsoft's latest offering, Windows 10 is less an evolution and more a revolution, enabling marketers to embrace a new world where virtually all media is digital, creating new advertising ideas around these contexts irrespective of whether ...

[Estimated timeframe:Q3 2015 onward]

... the contexts are a smartphone, a tablet, a PC or TV.

According to AdAge scribe Tom Goodwin: "Windows 10 is a software platform designed to pull content from anywhere onto everything. It's about a single app store with apps that work on every screen. It's about responsive design, where everything is optimised to the user's context."

"In short, it's about a philosophy of thinking about devices as relatively dumb screens through which we pull optimised content - it's a world of thinking of media (or the devices we use to consume it) as a context, not as a channel." 

In Mr Goodwin's view: "This can have profound effect on marketing. Instead of looking at the world in terms of devices and aligning budgets and ads around specific devices - whether it's a smartphone, tablet or TV - marketers can now start to embrace this new world where virtually all media is digital, and start creating ideas around these new contexts for advertising."

Read the original unabridged AdAge.com article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: AdAge.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6691

Apple to Restrict Its Ads to Wealthier Consumers

MarketingtrendTracker Summary: Apple Inc has recently filed a patent for technology that will only advertise products it thinks you can afford. 


Apple Inc's latest patent application will target ads to specific customers based on their bank account status and credit card limits. Specifically, the application is for technology that will target a select group of users deemed most likely to respond to  ...

[Estimated timeframe:Q3 2015 onward]

... Apple's ads.

Assuming Apple's latest consumer marketing wheeze suceeds, it's likely other companies will emulate the latter's lead.

States the California based company's patent application: “The common profile of users may be based on the amount of pre-paid credit available to each user.”

“An advantage of such targeted advertising is that only advertisements for goods and services which particular users can afford, are delivered to these users.”

Or, put less eloquently: "If you've got the moolah, Apple will advertise their products to you. If you don’t, they won’t!

Comments Consumist.com journalist Kate Cox: "Customising ads based on your supposed demographic profile is nothing new. Back in 2012, for example, Orbitz decided to prioritise more expensive hotel listings in results for Mac users, on the basis that users of that brand would be willing and able to pay for a premium experience rather than hoping to find the best deal."

Adds Ms Cox: "There is now an entire industry based on mining and aggregating and sorting out every detail about every digital profile in order to target advertising in just that way."

Read the original unabridged Consumerist.com article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: Consumerist.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6679

Advertisers Up YouTube Spend by 40%

Trend Summary: YouTube advertisers have increased dramatically over the past year as big brands seek to embrace millennial consumers.


According to Ruth Porat, Google's recently apointed chief financial officer, video advertising on YouTube in 2015 to date by the top 100 US brands (as ranked by Omnicom Group's Interbranconsultancy) have already spent ... 

[Estimated timeframe:Q3 2015 onward]

... 60% more than last year.

Google-owned YouTube doesn't disclose revenue figures but the available data indicate the extent to which Larry, Sergey and Eric's nice little earner has benefited from the current explosion in demand for digital video advertising, thanks to the time now spent on the site by millennials (adland speak for the 18-34 age group).

Tara Walpert Levy, Google's managing director of agency solutions, said the company had been in “hurry up and wait mode” until it finally saw a “sudden boom in one year”.

Moreover, according to Ms Walpert, advertisers are aware that young YouTube creators are fast becoming mainstream celebrities, thanks to their own TV shows and lucrative publishing deals.

YouTube has also created a measurement system in partnership with Nielsen and ComScore, to enable marketers to compare the medium's effectiveness with TV advertising.

Growth in the amount of time spent watching YouTube videos has also accelerated, recording a 60% year-on-year increase.

Moreover, the average viewing session via mobile now lasts for more than forty minutes.

Read the original unabridged FT.com article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: FT.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6676

Big Business Set to Embrace Internet of Things

Marketing Trend Summary: The Industrial Internet of Things will be the largest driver of corporate growth over the next 15 years.


A report released today by Dublin headquartered multinational management consulting and technology services firm Accenture plc, foresees that the so-called Industrial Internet of Things [IIOT] is set to become the largest driver of corporate growth, productivity and profitability over the next fifteen years, generating an additonal ...

 

[Estimated timeframe:Q2 21015 - Q4 2030]

... $7.1 trillion to the US economy by 2030.

The Industrial Internet of Things [IIoT hereon] is a network of intelligent objects, such as machine sensors or wearable devices, connected to data-collecting systems and platforms.

According to Paul Daugherty, Accenture's chief technology officer: "The IIoT is an integral part of the burgeoning "outcome economy", a shift toward prioritising the results a product or service provides over the product itself."

Mr Daugherty notes that "Successful companies are beginning to see the importance of selling outcomes—and that requires weaving their businesses into the broader digital fabric that extends to customers, partners, employees and industries".

He cites four examples of ways in which the IIoT could enhance businesses in the years ahead ...

  • A water and wastewater services company could use sensors, analytics and real-time data to respond quickly to leaks or weather-related events.
     
  • An oil refinery's employees would wear wireless devices that detect the presence of poisonous gases. Managers at the plant can monitor employee safety, status and location, and employees can press a help button if they need assistance.
     
  • A health systems company might use connected devices to monitor patients for infection risk factors and symptoms, enabling providers to diagnose infection and intervene more quickly.
     
  • A global energy company employs analytics to gather data at its wind farms. Thousands of data points collected from the turbines every second allow the company to adjust performance controls like speed, torque and pitch. This fine-tuning has enhanced turbine operation, giving way to 5 percent increases in energy output.

In each of the above instances, an organisation could capitalise on IIOT to improve end results; likewise response times, employee safety, speed of diagnosis and energy output.

Read the original unabridged WSJ.com article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: WSJ.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6653



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